FORMIA and Saudia unveil Elie Saab amenity kits
Roland Grohmann, FORMIA CEO & Managing Partner (left) and Rossen Dimitrov, Chief Guest Experience Officer at Saudia, during the April 8 press conference in Hamburg, Germany
At the World Travel Catering & Onboard Services Expo (WTCE) in Hamburg today, FORMIA and Saudia unveiled the line of luxury amenity kits designed in collaboration with renowned fashion designer Elie Saab. The kits are due to launch onboard on April 15.
The kits aim to enhance the premium passenger experience by combining high-end design with practical travel essentials, explained Roland Grohmann, FORMIA CEO & Managing Partner, during the press conference.
The Elie Saab amenity kits are tailored to meet the needs of Saudia’s First and Business Class passengers. Each kit features a stylish bag reflecting Elie Saab’s signature elegant brand and includes a curated selection of skincare products and comfort items.
The kits and products will rotate regularly, reflecting both the innovation of the Elie Saab brand as well as the spirit of the Kingdom of Saudi Arabia, which Rossen Dimitrov, Chief Guest Experience Officer at Saudia, says is changing quickly. He also says special kits may be introduced around special holidays.
"Elie Saab is known around the world and our passengers are very excited for this kit to come onboard. With FORMIA, the vision becomes a reality," Dimitrov says.
The collaboration underscores Saudia’s commitment to providing exceptional inflight experiences and FORMIA’s expertise in delivering bespoke luxury amenities. The partnership with Elie Saab brings a touch of haute couture to the skies, offering passengers a unique and memorable travel experience—as well as marking the fashion designer's first time onboard an airline amenity kit.
Find more photos from the unveiling below:
